NEW ROLE OF RADIO AND ITS LISTENERS IN THE ERA OF SOCIAL NETWORKING SITES
Technological advances have helped increase the number of information individuals has access to. In the newspaper, radio, and television, we may obtain online, both local and worldwide news. Information about these alternatives is easily accessible to individuals who have them. When people can’t express themselves freely, usage of technology is either prohibitively expensive or abnormally high levels of illiteracy exist, and radio nevertheless holds great significance in disseminating knowledge.
In the past, radio has changed its broadcast technology in order to extend the reach of its transmission to a wider audience. Nowadays, as social media has gained prominence, the public has started using non-traditional media platforms (e.g., social media) to communicate with one another instead of conventional media sources (radio). The listener previously analyzed how the transition in everyday lifestyle has come from utilizing the latest tech.
RELATION BETWEEN RADIO AND ITS PUBLIC:
As has always been the case, radio’s relationship with the public is built on belief:
It doesn’t know who is listening.
It hasn’t seen them.
It has yet to hear from them.
We have always been strangers to one other, with radio and its listeners. Voices on the radio were anonymous, even to those who heard them. They have confidence in each other, even if they don’t know each other. The audience could not participate in the radio program until they picked up the phone and made a call. Before the telephone, there was only one way to communicate between radio and listeners: mail. It provided just a trickle of engagement from the public. For its entire history, radio has been the highest push medium, with little room for critique. In the past, a shift in methods of communication, like the telephone, mobile phones, email, the internet, and social media, led to a balance in the flow of information that favored the public.
Reaching the public:
One of the most approachable forms of media is radio because it can be used when you’re on the go.
While going on a ride
When you’re working
While preparing meals
Anyone may use radio’s resources, whether they are literate or not. Research has revealed that radio is the greatest method for delivering vital information to women in rural regions that may not have accessibility to newspapers or television.
How is it reaching the public?
Radio is instantaneous. Like the village storyteller, it is a contemporary version of the centuries-old tradition. Radio speaks to the listener through words, sounds, and the human voice. How? Empowering audiences to seek new experiences, new locations, and new ideas is one way to connect with them. In order to better comprehend the world, listeners receive the tales they need.
RADIO SERVING AS A SOURCE OF INFORMATION:
Listeners will get up-to-date information transmitted to them in real-time through radio broadcasts. Stations can function as news beacons that one can access across boundaries. People may still look on the radio for reliable sources of news when the internet is restricted and phone connections are severed. Despite the fact that battery-operated and hand-cranked radios do not require power, electricity is not even necessary for these types of radios.
WHY IS RADIO POWERFUL?
Listeners will get up-to-date information transmitted to them in real-time through radio broadcasts. Stations can function as news beacons that can be accessed across boundaries. People may still look on the radio for reliable sources of news when the internet is restricted and phone connections are severed. Despite the fact that battery-operated and hand-cranked radios do not require power, electricity is not even necessary for these types of radios.
It happens right away. The technology is easier in radio reporting; thus, they may report the news faster.
It is open to the public. You may listen to the radio at almost any location. It is possible to use a radio in the fields or while driving. You may listen while doing other activities, such as doing homework or walking your dog.
It is open to everyone. Many individuals, such as the impoverished, the disabled, and illiterate people, can hear your message on the radio.
IS SOCIAL MEDIA INFLUENCING RADIO?
This is particularly amusing because of the headlines that say, “Social Media is Shifting.” To be sure, of course. Human behaviour and social media go hand in hand. However, change is an essential aspect of the 21st century, particularly when it comes to how we interact with our consumers, with the range of alternatives, with aesthetics, and with what we face in our daily lives. So what changes have social media experienced over the past year, and how does radio react to this shifting environment?
Radio is quiet and in the hands of the listener. Targeting a wide national audience is possible, but individuals or groups within geographic regions and demography can also be considered. Content can be either marketed or news-driven. Messages that include audio content have a more focused purpose don’t get buried in a sea of recipes, memes, and cat videos and can be listened to repeatedly.
Skepticism in social media:
The first piece of glad tidings is that social media distrust is prevalent worldwide. Everybody knows that when it comes to social media, individuals only put forth their best face (which is thus not 100% honest). Add to that the concerns about false news and cybersecurity, and the need for increased protection on social media is real for everyone. Gaps or flaws in social media tilt in favor of a radio-sized advantage since our listeners’ lives are heavily dependent on us to fulfil our tasks properly. Using our trust as a foundation, we should consider our social media content plan as an expansion of this. Our programming must continue to uphold good standards of trustworthiness with our listeners while respecting our connection with them.
The increasing habit of technology:
Citizens (listeners) are getting hooked on new technologies. This is most notably seen with the ‘Gen Z’ demographic, but you could walk into any restaurant, any public area, and witness just how obsessed everyone is. Do not be afraid. While there is not much you can do about what technology is accessible and what behaviors are popular, all you can do is try to make the most of it and make use of it in conversation (and additions). We are supposed to do this.
Social media can be used as an advantage:
Consider the arguments, then consider the benefits of radio due to our listeners’ trust in us. Encouraging confidence is easy. We can also use our ties with regional audiences to expand our social media reach while making a positive difference in the lives of our clients and listeners, as well as our core goods.
FIGURATIVE DATA ON RADIO:
It is intrinsic to remember that radio’s appeal to sponsors differs from nation to country regarding reach and per capita income earned. Therefore, some interesting statistics and numbers follow.
A large percentage of homes in emerging economies have accessibility to a radio, thanks to the ubiquity of radios.
There is an estimation that there are roughly 44,000 radio stations in the world.
Mobile phones are by far the most accessible technology for people around the globe, reaching approximately 70% of the populace. Women who cannot attend prescheduled sessions may find training through technology particularly helpful.
Of the time individuals aged 25-54 listen to three primary audio platforms, 86% are made up of AM/FM radio, and less than 14% are internet audio. Adults devote approximately eight times more attention to AM/FM radio and 17 times greater attention to online audio streaming than to satellite radio.
43% of individuals aged 25 to 54 reported listening to AM/FM radio with their children, 38% said they did so with their wife or husband.
Broadcast radio programmed audience numbers may be boosted by up to 20% by sending 30-minute prior-air date warnings to the phone of each listener.
Regardless of the country’s level of growth, the main transmission platform utilized by radio channels is domestic. Of the nations in the UIS study, 73% had radio channels, with 100% availability in 18 countries.
While 25 out of 51 nations (49% collaborative platform) have radio channels accessible, 13% (cable alone) and 8% (satellite only) are accessible.
Around 55–75-year-olds prefer listening radio for discovery.
Listening to new music to find contemporary artists is a good strategy for the 18–34-year-old demographic, with 36% reporting that it is why they listen to the radio.
TO SUM UP:
Because public relations companies and advertising agencies have shifted budgets and marketing strategies to raise expenditure on digital platforms and social media, this has led to significant cost increases. As a result of a greater awareness of personal device susceptibility, some people are reassessing their strategies.
Personal details are being mishandled, raising the social media user’s anxiety. Various publications have published information on how much personal information has been accessed and how that material is being used. A long-term solution may be just what is needed. Radio.